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This overview examines key elements of communication models, including sender and receiver dynamics, noise, feedback, and the role of promotion in the 4 Ps of marketing. It highlights the consumer decision-making process, encompassing problem recognition, information search, alternative evaluation, and post-purchase experiences. The discussion extends to the concepts of involvement, attitude formation through the Elaboration Likelihood Model, and the impact of family life cycles on buying behavior. Various advertising strategies and types of appeals are explored, alongside evaluation techniques to assess marketing effectiveness.
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Sender Receiver medium Communication Model NOISE De- code En- code Feedback
IMC • “Promotion” in the 4 Ps • 5 elements • Advertising • Sales promotion • Personal Selling • Public Relations • Direct Marketing • What about Online Marketing?
Actors in communications of the firm Executivemgt Corporatecomm. Customers Marketing Customers’friends Media Agency Editorial Advertising Account exec & mgr Creatives Media planners and buyers Principals Product or market manager
Customer decision process ProblemRecognition InformationSearch AlternativeEvaluation Choice andPurchase Post-purchaseExperience
Some key ideas in the Consumer Decision Process • Involvement – Importance • What are the effects of low and high involvement? • Evoked set – alternatives that come to mind • But not all make it to the consideration set • In high involvement, the evoked set can be altered
Three Factors of Attitude Conative- Disposition To Acting Cognitive- Thinking Affective- Feeling
Low- Involvement Hierarchy I Low- Involvement Hierarchy II Learning Hierarchy Emotional Hierarchy Thinking Feeling Action Action Feeling Action Feeling Thinking Action Thinking Thinking Feeling Forms of Attitude Acquisition
Elaboration Likelihood Model of Persuasion • Elaboration likelihood based on • Motivation to process info • Ability to process info • If High motivation and High ability to process => • Central route to persuasion (attitude change) • If Low motivation or Low ability to process => • Peripheral route to persuasion (attitude change)
Some important elements of the Consumer Environment • Family Life Cycle – households have differing needs as families are formed, grow, and disperse • Life-changing events • The occasions often require significant purchases • Buying behavior is changed afterward • Examples: wedding, new baby, graduation, first house • Sometimes the events are societal, e.g., 9/11, economic boom or bust, natural disaster, etc.
Response Stages Cognitive Affective Conative AIDA Attention Interest Desire Action Response Hierarchies Hierarchy of Effects Awareness Knowledge Liking Preference Conviction Purchase
Means – End Theory • Customer sees a chain of connections from product attributes to a desired end-state product attributes -> benefits -> end state • Leverage points: communications elements that make the connections • End-state is value-driven
Types of Appeals • Fear • Humor • Sex • Music • Rationality • Emotion • Scarcity
Evaluation – Ch. 16 • Evaluation – two big questions? • Did we reach our objectives? • Why or why not? • Two kinds of evaluations • Message evaluations • Evaluation of respondent behaviors
Designing Ads MessageStrategy Type ofAppeal ExecutionalFramework • Cognitive • Affective • Conative • Brand Image • Fear • Humor • Sex • Music • Rationality • Emotion • Scarcity • Animation • Slice-of-life • Dramatization • Testimonial • Authoritative • Demonstration • Fantasy • Informative
